TTBAB Number 5: CONNECT ON AN EMOTIONAL LEVEL

picture5Music is one of the most immediate and powerful means of connecting with an audience. Marketing is as much about the emotional as it is the rational. Choosing the right music for your brand will help elicit the desired emotional response from your consumers, whether that be joy or moving people to tears. The first step to using music emotively is to develop a clear musical framework. This framework will help to define how little or much you use music to drive the emotional side of your brand’s personality.

 

 

“Music has almost become the beat of how Heineken communicates and touches people around the world.”

Anuraag Trikha, Global Brand Communication Director  – Heineken

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Written by Elisa Harris, Founding Partner of CORD

TTBAB Number 4: ATTRACT A YOUNGER AUDIENCE

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Music is one of the most recognised passion points for generation X and Y. It is also the most talked-about subject on social media. The challenge is how to insert your brand into these conversations in relevant and interesting ways. With a strategy in place that creates new experiences and moments around music, it is sure to resonate with the younger generation and help forge indelible memories that are intrinsically linked back to your brand.

 

 

“Sprite tapped into Hip-Hop culture 30yrs ago with our ad featuring Kurtis Blow … The Sprite ‘Obey Your Verse’ campaign is not only an acknowledgment of the genre’s best storytellers, but also a way of inspiring and empowering our fans to be true to themselves.”

Bobby Oliver, Brand Marketing Director – Sprite

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Written by Elisa Harris, Founding Partner of CORD